Getting in Early Doors: How we helped Jägermeister focus on the off-trade before the pandemic made it a necessity

Jägermeister, a liquor company, launched a campaign in the UK to increase off-trade sales and volume and value of the alcohol by increasing occasion penetration.

Campaign details

Brand: JägermeisterAgency: Bray Leino

Summary

Jägermeister has a strong character, a clearly defined place in people's minds and a clear role in their socialising. This strength drives the brand's success in bars and clubs.

However, when the number of on-trade outlets is in steady decline and you need to look for sales elsewhere, having such a strong association with a specific occasion and mood is less helpful.

With Jägermeister so dependent on the on-trade, looking for increased off-trade sales was an obvious goal, but the difference between most low-energy at-home occasions and Jägermeister's high-energy image...

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